Reading Tom Himpe's book on alternative advertising got me thinking a lot about exciting and engaging ways of making brands connect with people. 
Much of the stuff he has collected, acts in some sort of public space. But there is even more to be found in more intimate settings. I rediscovered an interesting example on our cook book shelf tonight. It is a book about soup made by Only - a Dutch ad agency that can be easily insulted by calling them just that. I admire them for their very original approach to brand communications. The soup book is made for the Salvation Army and its title reads "Soup for sharing". Its not so difficult to imagine why. Some time ago Only developed a brand for the Salvation Army,
based on the thought of sharing. This brand is called '50/50'. In Holland the Salvation Army is well known for collecting old clothes and other household textile. Only got the brilliant idea to reuse these second hand clothes and let fashion stylists take them apart and put them back together into fascinating combinations. Much alike Dance4Life, who succeed in bringing a remote issue to the attention of youth by addressing them in their own language, Only helps the Salvation Army get noticed again by a young and upper class audience. They make the Salvation Army contemporary - cool if you like. The soup book was originally a Danish concept I believe. But Only executed the idea quite nice. The book comes in a cover made from recycled woolen blankets. And they got a set of successful young angry chefs to deliver recipes for soup. Equally talented photographers made the pictures. It's subtly infused with a message too. The Soup is great. The book looks great. And the Salvation Army gets my sympathy and support. Just before updating my Blog I found a pocket book among our toilet reading stuff (sorry): it was issued by a social organisation that protects nature in the Netherlands.
In stead of printing some dull magazine or just sending me a request for money, we got an educative book about landscapes, plants and animals just around the corner and various routes for talking a walk or a hike in nature. Very inspiring. Dutch people can get Soup book here and obtain the nature book by Stichting Natuurmonumenten here. I can recommend both books as a gift. To yourself if you like.
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January 13, 2007
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Bed time reading
Library
Dan Roam: The Back of the Napkin: Solving Problems and Selling Ideas with Pictures
Drawing pictures is an amazing strong help if you try so crack something. Even if drawing and doodling is a familiar thing to you, this book can help you to refine the art of visual thinking. Where was this book when I needed it? (****)Alexander Osterwalder: Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers
By far the most insightful, practical, fun to read and relevant business book I've read over a long period of time. The tools in this book have gone straight into my daily toolkit. There's a Dutch edition too. (*****)Bertrand Cesvet: Conversational Capital: How to Create Stuff People Love to Talk About
(**)Chip Heath: Made to Stick: Why Some Ideas Survive and Others Die
I found this one of the better books on the hot topics of storytelling and engagement. Where many authors present a couple of far fetched characteristics, the Heath brothers come up with insightful observations on what makes a remarkable story. (****)Robert B. Cialdini: Influence: Science and Practice (4th Edition)
A quite practical guide to persuasion based on scientific insight. (***)- Alastair Crompton: Craft of Copywriting
This referencebook is as much about the craft of advertising as it is about copywriting. Although is was first published in 1979, it contains many truths still valid today. Reading a book like this helps shifting hype and Zeitgeist from intrinsic laws. My copy came from an anonymous technical college library and it was never opened. I'm glad that I did. (***) Bob Gill: LogoMania
I quite liked this booklet. In a witty, direct style it provides some insight into the art of design concepts. Interesting to anyone with a broad interest in communication arts. Gill demonstrates some fresh thinking. (***)Malcolm Gladwell: Blink: The Power of Thinking Without Thinking
After the Tipping Point, this book is quite disappointing. The idea of Blink moments is interesting. But Gladwell doesn't make as strong a point as with the Tipping Point. His examples demonstrate both the accuracy as well as great failure of people to judge correctly in a blink. (**)Seth Godin: Purple Cow
Triggered by All Marketers are liars, I expected a lot from this book. I found it a bit disappointing. After classics such as Eating the Big Fish, Blue Ocean Strategy and Disruption, Godin fails to add something significant. All American brand examples don't make it better for a European reader. (*)Martin Lindstrom: Brand Sense
Maybe I expected too much of this book. I think there's more to sensory branding. Yet it contains a couple of comprehensive tools and pointers. (**)Cooper: How to Plan Advertising
Although this book was written in the late eighties, most of its contents still hold true. A valuable source book for those who take strategic planning seriously. (****)Robert Greene: Concise Art of Seduction
Recent brain research leads us back to the belief that seduction is stronger than argument. This booklet offers an inspiring overview of types of seducers and ways of secuction to get your thinking started. (**)Crispin Porter + Bogusky: Hoopla
An entertaining book about an entertaining agency that turned branded entertainment into an art. I much admire these guys for their contribution to the (r)evolution in advertising. (***)Sandy Thompson: One in a Billion: Xploring the New World of China
The true story of the unexpected pride and drive of the Chinese people, disclosed through a form of participating research called Xploring. (***)- Pim van den Berg: Ondernemen is een Straatfeest
Inspiring book by a Dutch guy who invented 'street-o-logy'. Or: the fine art of observation and surprise. (***) Jon Steel: Perfect Pitch: The Art of Selling Ideas and Winning New Business
Must read for all those who sell ideas. And for agency planners - Perfect Pitch is a fantastic book on strategic planning in disguise. Best consumed in combination with 'Truth, Lies & Advertising'. (*****)Tom Himpe: Advertising is dead, long live advertising
A very helpful inventory and analysis of an art that in full organic development: alternative advertising. Must read for any planner and creative. Full of inspiring examples. The only standard work on the subject I've spotted so far. (****)Russell Ash: Top ten of everything
The ultimate book of lists. I got the 2007 version. Full of conversation pieces. (****)Paco Underhill: Why We Buy: The Science Of Shopping
As with many true things, it all seems so simple and intuitive. Nevertheless this book is an eye opener. I will never see shops and shoppers the same anymore. (***)Malcolm Gladwell: The tipping point
Cram full of interesting and fascinating stories. Gladwell doesn't provide instant solutions but very useful food for thought when you try to stimulate or stop things of epidemic proportion. (*****)
Soulfood
Scratch My Back: Special Edition
Peter Gabriel: Scratch My Back: Special Edition- Supper Club: La Salle Neige
- Yann Tiersen: Le Fabuleux Destin d'Amélie Poulain
very nice campaign from Only indeed; cool and contemporary way to communicate about a good cause; and glad you liked my book
Posted by: Tom Himpe | March 10, 2007 at 01:45